I visited SNUG Silicon Valley last week. This annual Synopsys User Group event at the Santa Clara Convention Center is always a good way to get in touch with the end users of various EDA products.
With the ever increasing amount of software that has to be developed during a project, it is important to start the software development task as quickly as possible. Semiconductor companies and electronics system houses have been relying on physical prototyping to shift left the time at which they can start bringing up software. And they have been very vocal about the value they have gotten from this. See my previous blog: Winning Customer Loyalty.